CMOs gain business savvy and confidence of CEOs, survey finds

Nearly half of CEOs regard their marketing department as being “best in class,” up from 20% in 2021.

By Aaron Baar • Jan. 17, 2024

How generative AI could solve the cookie deprecation puzzle in 2024

Marketers could turn to artificial intelligence to solve for the tracking and targeting issues caused by the death of the third-party cookie.

By Chris Kelly • Jan. 16, 2024

Explore the Trendline➔

Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

Can the presidential election save legacy media? Here’s what the numbers say

Between the Olympics and presidential election, legacy media is expected to get a boost in 2024, per a report from S&P Global.

By Sara Karlovitch • Jan. 12, 2024

Disney ties mood to messaging with contextual ads amid ad-tech roll-out

The media giant also unveiled a new shoppable ad format and expanded its clean room offering at its annual Disney Tech & Data Showcase.

By Chris Kelly • Jan. 11, 2024

Inside the creator marketing trends expected to go viral in 2024

Some marketers are betting creator-led advertising is the way forward, while social commerce and artificial intelligence could yield fresh potential.

By Jessica Deyo • Jan. 11, 2024

8 predictions for 2024 as marketing seeks a new normal

Following a period of extremes, key trends like retail media and ad-supported TV could settle down while experiments in areas like AI ramp up.

By Peter Adams , Jessica Deyo , Chris Kelly , Sara Karlovitch • Jan. 9, 2024

Mastering cookie deprecation: 3 essential insights for marketers

It’s important to prioritize zero- and first-party data and remain focused on the consumer, according to Tim Braz, chief revenue officer at PCH Media.

By Tim Braz • Jan. 4, 2024

Snap names Samba TV measurement partner in pitch to entertainment advertisers

The move will offer marketers new insights around the success of their campaigns in driving viewers to linear and streaming programs.

By Jessica Deyo • Jan. 4, 2024

Third-party data loss could be problematic for SMBs: Here’s what the numbers say

As the privacy debate continues to play out, small and medium-sized businesses could lose access to a powerful tool.

By Sara Karlovitch • Dec. 22, 2023

In-house agency sophistication rises, output improves: survey

Among the two-thirds of brands now running in-house shops, 33% reported “complete satisfaction,” a significant jump from 2020’s findings.

By Peter Adams • Dec. 21, 2023

Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns

One-fifth of brands will lean into being AI-free as a point of differentiation, a trend that contrasts with CMOs’ growing investments in the tech field.  

By Peter Adams • Dec. 18, 2023

Sociable: Google reveals next step toward removal of tracking cookies

Starting today, Google will begin limiting cross-site tracking for some users by restricting website access to third-party cookies by default.

By Andrew Hutchinson • Dec. 15, 2023

Diageo outlines 5 key consumer trends for 2024, including neo-hedonism

The spirit brand’s new report was developed using a proprietary research tool and underscores the need for brands to remain nimble. 

By Sara Karlovitch • Dec. 15, 2023

YouTube reinforces brand safety for growing Shorts format

New capabilities from Integral Ad Science and DoubleVerify will help ensure ads on Shorts run near suitable content.

By Jessica Deyo • Dec. 14, 2023

Why brands aren’t fully invested in retail media networks

To be truly successful, retail media networks must invest in products that help brands help themselves, according to Guideline’s Darrick Li.

By Darrick Li • Dec. 12, 2023

Dentsu: Ad market to grow 4.6% as brands priortize attention over reach

An increasingly fragmented media landscape and higher volume of ads have driven up the costs to reach individual consumers. 

By Peter Adams • Dec. 11, 2023

How multichannel brands can turn views into revenue on YouTube

Leverage YouTube’s 122M daily viewers to turn views into revenue for multichannel brands.

Dec. 11, 2023

Thanksgiving, Black Friday football broadcasts were a marketing win: Here’s what the numbers say

Retail ads during Amazon’s first NFL Black Friday game were 35% more likely to drive engagement compared to category primetime averages, EDO found.

By Sara Karlovitch • Dec. 8, 2023

Advertisers will ramp up spend on creators in 2024, IAB forecasts

Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe.

By Jessica Deyo • Dec. 7, 2023

ANA: Just 36% of programmatic spend reaches consumers due to ‘cost waterfall’

Marketers could realize $22 billion in efficiency gains with better practices, a figure representing one-quarter of the open web market.

By Peter Adams • Dec. 6, 2023

Globant’s deal for Gut points to challenges facing independent agencies

While Gut has been a breakout creative success, its acquisition by the technology consultancy underscores how crucial deep digital know-how is.

By Aaron Baar • Dec. 4, 2023

Ad-spending market continues to recover, though 2024 presents mixed picture

GroupM expects that brands may invest more in shared experiences as day-to-day life becomes increasingly atomized and algorithmically dictated.

By Peter Adams • Dec. 4, 2023

Addressable TV stakeholders form trade organization as ad spend grows

Forty percent of TV advertisers expect to spend more on addressable advertising in 2024 compared to 2023, according to new research.

By Sara Karlovitch • Nov. 30, 2023

RTB House turns to generative AI to improve programmatic precision

A new ContentGPT tool built on first-party publisher data aims to provide deeper reader insights than conventional context-based targeting.

By Peter Adams • Nov. 27, 2023

Winners and losers of Black Friday 2023

Data shows consumers turned to mobile to shop, while some analysts lowered their forecast for the season.

By Nate Delesline III • Nov. 25, 2023